Goodwin’s Theory of Music Video’s applied to the genre of Indie/Acoustic

First Music Video Analysis

Tegan and Sara Indie/Acoustic Duo

Music Video:http://www.youtube.com/watch?v=Sc40JX3wTaI&feature=channel

Lyrics and the Visual Goodwin suggested that within a music video lyrics

will make constant reference to visuals on screen, and will also reinforce what the lyrics say. An

example can be seen in the music video ‘I just want back in your head’ by Tegan and Sara. During the video one of the band members is singing out the lyrics ‘run run run’ whilst physically running at the

same time.

“When I get a

little scared...“When I get a

little run run run...

Music and the VisualsThere are many points throughout the video of ‘I just

want back in head’ by Tegan and Sara where the music we are hearing corresponds to the visuals on screen. For example, at the start when one of the

band members is on the drums the music corresponds to the banging of the drums. Along with this, the people with the masks on in the

audience are swaying their heads to the beat of the song.

Genre CharacteristicsGenre characteristics relate to the certain traits associated with the genre of

the music video. However, an example of a certain traits being associated with particular genres is Rock usually having performance

music videos. In this case, Indie music video’s are usually associated with quirky and making a statement. Indie music videos most of the time will either be performance with narrative or performance with concept. The

music video ‘I just want back in your head’ by Tegan and Sara follows this stereotypical view of an Indie music video. The two singers are performing at different points throughout the video but it is also a concept video. We know the video is a concept video as it does not

follow a narrative, instead follows a sort of theme. Along with this the music video is also extremely quirky and unusual , with the band

members wearing funky clothing and the different characters in the music video are also unusual, wearing masks.

Notions of Looking

Notions of looking plays on the idea of gaze and the way a particular person is seen. Goodwin suggests

that in many music videos women are seen as objects. However, notions may also represent other groups, for example men or youngsters. In the video that I am analysing there are no particular notions of looking or the way a particular person is seen.

Demands of the Record LabelAccording to Goodwin, the record label in which the artist is

signed to has a strong influence on how the artist or band should be represented in their music video. For example,

many may decide to represent female artists as being sexy and independent in their music videos, to appeal to the male target audience. However, this is not the case for the Tegan and Sara music video, as they are not being represented as sexy or independent. However, the demands of the record label may have been to dress the two girls in quirky clothes

and produce a ‘different’ type of music video, in order to appeal to the target audience who listen to Indie music and

expect this unusual style.

Performance and Concept BasedAs well as being part of the genre characteristics, performance

along with concept also has have their own categories within Goodwin’s theory. Tegan and Sara’s ‘I just want back in your head’ is a performance and concept music video. The

band members are performing the lyrics and playing instruments during the video. However, along with this there is a concept idea within the video. The video does not follow a narrative, instead has random and unusual images such as an audience wearing white, black and red masks and images

of balloons falling.